The research behind our SR 99 Tunnel educational campaign
By Chris Foster
Since our tutorial crusade for the brand new SR 99 tunnel in Seattle launched, we’ve acquired much of questions. The media have prominently featured the viaduct closure and the tunnel opening, so why did we want to spend funds on billboards, commercials, and assorted types of paid media?
This crusade is educating of us how their commute will swap with the tunnel and giving all of them the instruments to read extra about their commute on-line at 99tunnel.com.
One of the huge modifications drivers will ought to alter to is the brand new route of the tunnel. There are not any longer any mid-town entrances or exits like there had been at the Alaskan Way Viaduct. In overdue 2017, we surveyed approximately 1,000 drivers within the Seattle-area who reside in zip codes serviced by the SR 99 corridor. The survey confirmed that in simple terms 30 percentage of respondents knew there could be no entrances and no exits to downtown within the tunnel and they could want to go out earlier than or after the tunnel to get to destinations downtown.
With decrease awareness of those most important modifications to the SR 99 corridor’s route by means of Seattle, we discovered we had to attain drivers and supply them with news on how their commute will change.
Our ride with establishing the I-405 exhibit toll lanes and SR 520 Bridge has proven us that a powerful tutorial crusade with regular media, grassroots outreach and social media engagement are all basic in reaching the broadest probably audience.
By utilizing assorted avenues to attain drivers, we’re capable to supply them with the instruments they want to determine out their genuine route, on their very own time as genuine routes are distinctive to every person driver.
When folks go to our instruments reachable at 99tunnel.com, reminiscent of those movies that talk about the best way to make use of the tunnel, they will higher recognize the route of the tunnel that may assist scale back the power for confusion or frustration. More importantly, an trained driver is a safer driver.
Tolling will jump as early as this summer time and nearer to toll commencement, there may be a moment section of the tutorial crusade focusing on tolling within the tunnel, and how Good To Go! works. In the survey we said above, 67 percentage of drivers who didn’t have a Good To Go! account have been unaware that they might pay a decrease toll charge with a Good To Go! account. Drivers who know the best way to make use of the tunnel and have a Good To Go! move to pay the lowest charge may be extra possible to opt for the tunnel whilst tolling starts. Our wish is that this facilitates scale back the quantity of drivers who search change routes, reminiscent of metropolis streets and I-5.
We dedicated $4.4 million of the general $3.3 billion viaduct replacement application price range to this tutorial marketing campaign. About two-thirds of the crusade budget, or $2.8 million, can pay for the charges of putting ads on television, radio, print, billboards and more. These charges usually aren't small, but represent the expense of reaching drivers within the 12th largest media market within the United States. The closing $1.6 million went to examine to guarantee we built the top of the line crusade possible, trend and production of the campaign.
Since our tutorial crusade for the brand new SR 99 tunnel in Seattle launched, we’ve acquired much of questions. The media have prominently featured the viaduct closure and the tunnel opening, so why did we want to spend funds on billboards, commercials, and assorted types of paid media?
This crusade is educating of us how their commute will swap with the tunnel and giving all of them the instruments to read extra about their commute on-line at 99tunnel.com.
One of the huge modifications drivers will ought to alter to is the brand new route of the tunnel. There are not any longer any mid-town entrances or exits like there had been at the Alaskan Way Viaduct. In overdue 2017, we surveyed approximately 1,000 drivers within the Seattle-area who reside in zip codes serviced by the SR 99 corridor. The survey confirmed that in simple terms 30 percentage of respondents knew there could be no entrances and no exits to downtown within the tunnel and they could want to go out earlier than or after the tunnel to get to destinations downtown.
With decrease awareness of those most important modifications to the SR 99 corridor’s route by means of Seattle, we discovered we had to attain drivers and supply them with news on how their commute will change.
Our ride with establishing the I-405 exhibit toll lanes and SR 520 Bridge has proven us that a powerful tutorial crusade with regular media, grassroots outreach and social media engagement are all basic in reaching the broadest probably audience.
By utilizing assorted avenues to attain drivers, we’re capable to supply them with the instruments they want to determine out their genuine route, on their very own time as genuine routes are distinctive to every person driver.
When folks go to our instruments reachable at 99tunnel.com, reminiscent of those movies that talk about the best way to make use of the tunnel, they will higher recognize the route of the tunnel that may assist scale back the power for confusion or frustration. More importantly, an trained driver is a safer driver.
Tolling will jump as early as this summer time and nearer to toll commencement, there may be a moment section of the tutorial crusade focusing on tolling within the tunnel, and how Good To Go! works. In the survey we said above, 67 percentage of drivers who didn’t have a Good To Go! account have been unaware that they might pay a decrease toll charge with a Good To Go! account. Drivers who know the best way to make use of the tunnel and have a Good To Go! move to pay the lowest charge may be extra possible to opt for the tunnel whilst tolling starts. Our wish is that this facilitates scale back the quantity of drivers who search change routes, reminiscent of metropolis streets and I-5.
We dedicated $4.4 million of the general $3.3 billion viaduct replacement application price range to this tutorial marketing campaign. About two-thirds of the crusade budget, or $2.8 million, can pay for the charges of putting ads on television, radio, print, billboards and more. These charges usually aren't small, but represent the expense of reaching drivers within the 12th largest media market within the United States. The closing $1.6 million went to examine to guarantee we built the top of the line crusade possible, trend and production of the campaign.
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